International Marketing Entry and Execution

International Marketing Entry and Execution

International Marketing Entry and Execution

Yonsei University

About this course: This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter "S" and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing.
After you successfully complete this course learners will obtain the following outcomes:
(1) from a business to consumer standpoint (B2C), learn how to approach consumers as science investigators.
(2) an understanding of how to enter international markets, select targets and position their brands.
(3) achieve deeper insights into the core meaning of international marketing elements, i.e. product, promotion, place, and price in the international marketing context, and their inter-element relationships with each other.
(4) acquire new thinking about innovating in marketing with the 7S approach: social, small, simple, skip, sports, screen, and set marketing with cross-country and cross-industry innovation implications.

During Week 1, we will focus on B2C Marketing which stands for Business-to-Consumer Marketing. We start the week by learning about CSI which here stands for Consumer Science Investigation. We then learn about other facets of consumer behavior in international marketing. Moreover, the Vision-Strategy-Action framework and its examples will be applied to B2C marketing. Learners will also be introduced to an under-represented target in international marketing- the Bottom of the Pyramid. Finally, the week is rounded out by interviews with B2C marketing specialists to let learners know the B2C trends such as technological developments that aid in understanding consumers.

7 videos, 5 readings, 1 practice quiz

Reading: Syllabus

Reading: Recommended Reading on Noon Nopi

Reading: Let's Connect on Social Media

Reading: Slides

Video: Introduction to Specialization

Video: 1.1 Introduction to Course

Video: 1.2 CSI in International Marketing

Video: 1.3 B2C Marketing

Video: 1.4 Interview B2C

Video: 1.5 Targeted Mini VSA

Video: 1.6 Marketing to Bottom of Pyramid

Reading: References

Practice Quiz: Lesson 1 Practice Quiz

WEEK 2

Entry, Targeting and Positioning

During Week 2, we start from a macro analytical view of how to determine a market landing strategy and an initial launch in foreign markets. Then the course will narrow down the focus to a micro analytical approach – the STPs of marketing – Segmentation, Targeting and Positioning. For segmentation, several segmentation bases will be introduced. For targeting, the target selection process and basic target market criteria will be discussed. For positioning, we will learn the effect of the 3Cs, i.e. how Consumers, Competitors and Company impact the positioning when we want to achieve the ultimate Noon Nopi.

5 videos, 3 readings

Reading: Recommended Reading on Marketing Strategy

Reading: Slides

Video: 2.1 Market Landing

Video: 2.2 Market Targeting

Video: 2.3 Market Positioning

Video: 2.4 Self Positioning

Video: 2.5 Interview Phil Zerrillo

Reading: References

Graded: Lesson 2 Quiz

WEEK 3

Marketing Mix and Cross Country & Cross Industry Growth

Week 3 will introduce learners to the four major elements of marketing execution, the 4Ps, i.e. product, promotion, price and place. At the start of each video, the fundamental concept of each P will be explained. Then, the concept of each P will be expanded in terms of their Cross Country and Cross Industry (i.e. CCCI) Innovation implications. In addition, the learner will understand how one element of can be symbiotically related to the other elements.

4 videos, 2 readings

Reading: Slides

Video: 3.1 Product Marketing

Video: 3.2 Promotion Marketing

Video: 3.3 Place Marketing

Video: 3.4 Price Marketing

Reading: References

Graded: Lesson 3 Quiz

WEEK 4

7S of International Marketing Innovation

Week 4 will explain the ‘out of the box’ thinking for marketing in terms of the 7S's of Marketing Innovation: Social Marketing, Small Marketing, Simple Marketing, Skip Marketing, Sports Marketing, Screen Marketing and Set Marketing. Here too we will examine their CCCI Innovation implications.

9 videos, 3 readings, 1 practice quiz

Reading: Slides

Video: 4.1 7S Innovation Marketing

Video: 4.2 S1: Social Marketing

Video: 4.3 S2: Small Marketing

Video: 4.4 S3: Simple Marketing

Video: 4.5 S4: Skip Marketing

Video: 4.6 S5: Sports Marketing

Video: 4.7 S6: Screen Marketing

Video: 4.8 S7: Set Marketing

Video: Instructor's Thank You

Reading: References

Practice Quiz: Lesson 4 Practice Quiz

Peer Review: Optional Peer Review on Marketing Execution

Reading: How to Record and Post Your Video

Graded: Final Quiz

FAQs

How It Works

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from Your Peers

Connect with thousands of other learners and debate ideas, discuss course material,
and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends,
colleagues, and employers.

Creators

Yonsei University

Yonsei University was established in 1885 and is the oldest private university in Korea.
Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world.
Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia.

Pricing

Audit

Purchase Course

Access to course materials

Available

Available

Access to graded materials

-

Not available

Available

Receive a final grade

-

Not available

Available

Earn a shareable Course Certificate

-

Not available

Available

Ratings and Reviews

Rated 4.7 out of 5 of 53 ratings

I really love it!

excellent

AM

Very well spoken and extremely helpful!

Good course to understand how to enter International Marketing and execute it.